Electronic Theses and Dissertation

Penelitian ini dilatarbelakangi oleh fenomena kampanye pasangan calon presiden Prabowo–Gibran pada Pemilu 2024 dengan tagline viral “Gemoy” dan “Sekali Putaran”. Meski mendapat perhatian luas secara nasional, efektivitasnya dalam meningkatkan partisipasi politik masyarakat Kota Banda Aceh masih dipertanyakan mengingat karakter sosial budaya yang religius dan rasional. Penelitian ini bertujuan menganalisis pengaruh komunikasi politik Prabowo- Gibran terhadap partisipasi politik pada Pilpres 2024 di Kota Banda Aceh. Menggunakan teori komunikasi politik Harold D. Lasswell dan teori partisipasi politik Huntington & Nelson (1994), penelitian ini menerapkan pendekatan kuantitatif dengan metode deskriptif. Data dikumpulkan melalui kuesioner terhadap 100 responden dari 9 kecamatan menggunakan teknik random sampling dan dianalisis melalui uji validitas, reliabilitas, asumsi klasik serta regresi linear sederhana. Hasil menunjukkan komunikasi politik melalui tagline berpengaruh terhadap partisipasi politik dengan signifikansi 38,1% membuktikan hipotesis diterima. Kesimpulannya, komunikasi politik melalui tagline berpengaruh nyata terhadap partisipasi politik masyarakat. Disarankan agar komunikasi politik selanjutnya tidak hanya mengandalkan simbol viral, tetapi juga menyesuaikan dengan konteks budaya dan nilai lokal.

Kata Kunci: Komunikasi Politik, Tagline Kampanye, Partisipasi Politik, Prabowo- Gibran, Kota Banda Aceh.

This study was motivated by the campaign of the Prabowo–Gibran presidential ticket in the 2024 general election, which featured the viral taglines “Gemoy” and “Sekali Putaran.” Although the campaign garnered widespread national attention, its effectiveness in boosting political participation among the residents of Kota Banda Aceh remains questionable, given the city’s religious and rational sociocultural character. This study aims to analyze the influence of Prabowo– Gibran’s political communication on political participation in the 2024 presidential election in Kota Banda Aceh. Drawing on Harold D. Lasswell’s theory of political communication and Huntington & Nelson’s (1994) theory of political participation, this study employs a quantitative approach using descriptive methods. Data were collected via a questionnaire administered to 100 respondents from 9 subdistricts using random sampling and analyzed through validity and reliability tests, classical assumptions, and simple linear regression. The results indicate that political communication through campaign slogans influences political participation with a significance level of 38.1%, confirming that the hypothesis is accepted. In conclusion, political communication through campaign slogans has a significant effect on the political participation of the public. It is recommended that future political communication not only rely on viral symbols but also adapt to the cultural context and local values. Keywords: Political Communication, Campaign Tagline, Political Participation, Prabowo-Gibran, Kota Banda Aceh.